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Be Wary of Joining the Subscription Economy

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Venture-funded entrepreneurs taking advantage of the Internet’s ability to offer subscriptions and the ease of signing up and auto-paying are launching subscription-based companies in droves, resulting in the subscription economy, which grew dramatically during the pandemic.

Let’s look at the ultimate subscription service that wouldn’t exist if it weren’t for the Internet: Netflix.

You probably remember Blockbuster, the video rental giant founded on October 19, 1985. For nearly two decades, it was the go-to spot on Friday nights for families. At its peak, it had 9,000 stores. By 2010, it had gone bankrupt. What happened?

In 1997, Reed Hastings went to return the movie Apollo 13 and was hit with a $40 late fee, which ignited his idea for Netflix. In 2000, when Netflix was still in its infancy, Hastings proposed the following partnership to Blockbuster’s CEO John Antioco: Blockbuster would promote Netflix in its stores, while Netflix would manage Blockbuster’s brand online. Antioco didn’t see the benefits or value of such a partnership, nor did he have the foresight to envision where the future of video rentals was heading, so he passed on Hasting’s proposal. Within ten years, Blockbuster closed shop, and today, Netflix is worth over $207 billion.

Penalizing its customers proved to be Blockbuster’s Achilles’ heel. Netflix didn’t require retail locations, which meant significantly lower operating costs and offered a more comprehensive selection of titles. Netflix subscribers could stream videos for as long as they wanted without being concerned about returning them.

The subscription economy has always existed, especially for newspapers, magazines, and rent. (You probably never considered renting as a subscription. It could be argued that paying taxes to keep receiving government services is a subscription model.) Today, virtually everything is sold as a subscription, from socks, razor blades, meal kits, grooming products, wine, software, apps, and, of course, streaming services.

A few — hardly the tip of the iceberg — subscription business models:

  • Birchbox: Beauty-related products.
  • Dollar Shave Club: Razor blades, men’s grooming products.
  • HelloFresh: Meal kit delivery.
  • Hulu: Walt Disney-owned streaming service.
  • Kindle Unlimited: Unlimited access to a catalogue of over three million titles.
  • Loot Crate: Gaming-related merchandise, pop-culture collectibles, and accessories.
  • MasterClass: Online education.
  • Spotify: Music streaming service.

 

My favourite (tongue in cheek), Who Gives a Crap (www.whogivesacrap.org), a toilet paper subscription service. Someone has to take advantage of our insatiable need for “convenience.”

If you can get people to sign up for a monthly subscription delivering dog treats — Woof Pack (www.woofpacks.ca) — why would you want to own a brick-and-mortar pet store, with all the headaches that come with it? Entrepreneurs are betting on and winning that consumers will keep prioritizing their convenience-first attitude. It is common practice for subscription-based companies to trick, manipulate, and mislead site visitor into doing things they wouldn’t normally do to increase their success odds. I speak from experience.

A case study example of how much money subscriptions can generate is Amazon, which in 2022 generated $35.22 billion in revenue through its Prime membership program.

Human psychology plays a critical role in web design, especially e-commerce sites or those offering a subscription. Web designers have tremendous power to guide the users to achieve the website’s goal, which for a subscription-based company is to get visitors to their website to subscribe. Commonly used tactics are to offer a free 14-day trial (after you give your credit card information), offer an incentive (e.g., a discount for the first three months), or use exit intent popup offers. Once you subscribe, unsubscribing is often difficult.

Here’s the rub: thanks to automatic payments, as opposed to when subscribers had to mail a cheque periodically to keep their subscription going, which reminded them of their subscription’s existence, subscription-based companies benefit greatly from consumers who don’t pay attention. A recent study by Stanford economists estimated that thanks to auto-renewals, inattentive subscribers boost subscription companies’ revenues by 14% to 200%. This is especially true for software and app subscriptions, which, again, I speak from experience.

Getting value out of a subscription requires consumers to think critically and ask themselves, “Is the juice (my money) worth the squeeze (the value I’m receiving)?” As I mentioned, there’s lots of human psychology at play here, which subscription-based businesses use to design their products, services, and engagement to keep you from asking this question.

After reading this column, check your latest credit card statement, noting your subscriptions. Do they still offer you value?

 

Because it would require weighing convenience over environmental impact, another question subscribers to subscription services refrain from asking themselves is: How much environmental damage is my subscription causing?

Consider all that goes into delivering “stuff,” plastic wrapping, bubble wrap, boxes, the carbon footprint of delivery, returns ending up in landfills — Do you think they reshelved the Polo Ralph Lauren Heritage Court II Leather Sneaker you returned because the tan was “too dark”? — not to mention subscriptions encouraging overconsumption. (I present “binge-watching.”)

When everyone is virtue-signalling that our environment is in a freefall, nothing says, “I don’t give a damn about climate change” more than having toilet paper delivered to your front door.

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Nick Kossovan is the Customer Service Professionals Network’s Social Media Director (Executive Board Member). Feel free to send your social media questions to nick.kossovan@gmail.com. On Twitter and Instagram, follow @NKossovan.

 

 

Business

The #1 Skill I Look For When Hiring

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File this column under “for what it’s worth.”

“Communication is one of the most important skills you require for a successful life.” — Catherine Pulsifer, author.

I’m one hundred percent in agreement with Pulsifer, which is why my evaluation of candidates begins with their writing skills. If a candidate’s writing skills and verbal communication skills, which I’ll assess when interviewing, aren’t well above average, I’ll pass on them regardless of their skills and experience.

 

Why?

 

Because business is fundamentally about getting other people to do things—getting employees to be productive, getting customers to buy your products or services, and getting vendors to agree to a counteroffer price. In business, as in life in general, you can’t make anything happen without effective communication; this is especially true when job searching when your writing is often an employer’s first impression of you.

 

Think of all the writing you engage in during a job search (resumes, cover letters, emails, texts) and all your other writing (LinkedIn profile, as well as posts and comments, blogs, articles, tweets, etc.) employers will read when they Google you to determine if you’re interview-worthy.

 

With so much of our communication today taking place via writing (email, text, collaboration platforms such as Microsoft Teams, Slack, ClickUp, WhatsApp and Rocket.Chat), the importance of proficient writing skills can’t be overstated.

 

When assessing a candidate’s writing skills, you probably think I’m looking for grammar and spelling errors. Although error-free writing is important—it shows professionalism and attention to detail—it’s not the primary reason I look at a candidate’s writing skills.

 

The way someone writes reveals how they think.

 

  • Clear writing = Clear thinking
  • Structured paragraphs = Structured mind
  • Impactful sentences = Impactful ideas

 

Effective writing isn’t about using sophisticated vocabulary. Hemingway demonstrated that deceptively simple, stripped-down prose can captivate readers. Effective writing takes intricate thoughts and presents them in a way that makes the reader think, “Damn! Why didn’t I see it that way?” A good writer is a dead giveaway for a good thinker. More than ever, the business world needs “good thinkers.”

 

Therefore, when I come across a candidate who’s a good writer, hence a good thinker, I know they’re likely to be able to write:

 

  • Emails that don’t get deleted immediately and are responded to
  • Simple, concise, and unambiguous instructions
  • Pitches that are likely to get read
  • Social media content that stops thumbs
  • Human-sounding website copy
  • Persuasively, while attuned to the reader’s possible sensitivities

 

Now, let’s talk about the elephant in the room: AI, which job seekers are using en masse. Earlier this year, I wrote that AI’s ability to hyper-increase an employee’s productivity—AI is still in its infancy; we’ve seen nothing yet—in certain professions, such as writing, sales and marketing, computer programming, office and admin, and customer service, makes it a “fewer employees needed” tool, which understandably greatly appeals to employers. In my opinion, the recent layoffs aren’t related to the economy; they’re due to employers adopting AI. Additionally, companies are trying to balance investing in AI with cost-cutting measures. CEOs who’ve previously said, “Our people are everything,” have arguably created today’s job market by obsessively focusing on AI to gain competitive advantages and reduce their largest expense, their payroll.

 

It wouldn’t be a stretch to assume that most AI usage involves generating written content, content that’s obvious to me, and likely to you as well, to have been written by AI. However, here’s the twist: I don’t particularly care.

 

Why?

 

Because the fundamental skill I’m looking for is the ability to organize thoughts and communicate effectively. What I care about is whether the candidate can take AI-generated content and transform it into something uniquely valuable. If they can, they’re demonstrating the skills of being a good thinker and communicator. It’s like being a great DJ; anyone can push play, but it takes skill to read a room and mix music that gets people pumped.

 

Using AI requires prompting effectively, which requires good writing skills to write clear and precise instructions that guide the AI to produce desired outcomes. Prompting AI effectively requires understanding structure, flow and impact. You need to know how to shape raw information, such as milestones throughout your career when you achieved quantitative results, into a compelling narrative.

So, what’s the best way to gain and enhance your writing skills? As with any skill, you’ve got to work at it.

Two rules guide my writing:

 

  • Use strong verbs and nouns instead of relying on adverbs, such as “She dashed to the store.” instead of “She ran quickly to the store.” or “He whispered to the child.” instead of “He spoke softly to the child.”
  • Avoid using long words when a shorter one will do, such as “use” instead of “utilize” or “ask” instead of “inquire.” As attention spans get shorter, I aim for clarity, simplicity and, most importantly, brevity in my writing.

 

Don’t just string words together; learn to organize your thoughts, think critically, and communicate clearly. Solid writing skills will significantly set you apart from your competition, giving you an advantage in your job search and career.

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Nick Kossovan, a well-seasoned veteran of the corporate landscape, offers “unsweetened” job search advice. You can send Nick your questions to artoffindingwork@gmail.com.

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Politics likely pushed Air Canada toward deal with ‘unheard of’ gains for pilots

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MONTREAL – Politics, public opinion and salary hikes south of the border helped push Air Canada toward a deal that secures major pay gains for pilots, experts say.

Hammered out over the weekend, the would-be agreement includes a cumulative wage hike of nearly 42 per cent over four years — an enormous bump by historical standards — according to one source who was not authorized to speak publicly on the matter. The previous 10-year contract granted increases of just two per cent annually.

The federal government’s stated unwillingness to step in paved the way for a deal, noted John Gradek, after Prime Minister Justin Trudeau made it plain the two sides should hash one out themselves.

“Public opinion basically pressed the federal cabinet, including the prime minister, to keep their hands clear of negotiations and looking at imposing a settlement,” said Gradek, who teaches aviation management at McGill University.

After late-night talks at a hotel near Toronto’s Pearson airport, the country’s biggest airline and the union representing 5,200-plus aviators announced early Sunday morning they had reached a tentative agreement, averting a strike that would have grounded flights and affected some 110,000 passengers daily.

The relative precariousness of the Liberal minority government as well as a push to appear more pro-labour underlay the prime minister’s hands-off approach to the negotiations.

Trudeau said Friday the government would not step in to fix the impasse — unlike during a massive railway work stoppage last month and a strike by WestJet mechanics over the Canada Day long weekend that workers claimed road roughshod over their constitutional right to collective bargaining. Trudeau said the government respects the right to strike and would only intervene if it became apparent no negotiated deal was possible.

“They felt that they really didn’t want to try for a third attempt at intervention and basically said, ‘Let’s let the airline decide how they want to deal with this one,'” said Gradek.

“Air Canada ran out of support as the week wore on, and by the time they got to Friday night, Saturday morning, there was nothing left for them to do but to basically try to get a deal set up and accepted by ALPA (Air Line Pilots Association).”

Trudeau’s government was also unlikely to consider back-to-work legislation after the NDP tore up its agreement to support the Liberal minority in Parliament, Gradek said. Conservative Leader Pierre Poilievre, whose party has traditionally toed a more pro-business line, also said last week that Tories “stand with the pilots” and swore off “pre-empting” the negotiations.

Air Canada CEO Michael Rousseau had asked Ottawa on Thursday to impose binding arbitration pre-emptively — “before any travel disruption starts” — if talks failed. Backed by business leaders, he’d hoped for an effective repeat of the Conservatives’ move to head off a strike in 2012 by legislating Air Canada pilots and ground crew to stick to their posts before any work stoppage could start.

The request may have fallen flat, however. Gradek said he believes there was less anxiety over the fallout from an airline strike than from the countrywide railway shutdown.

He also speculated that public frustration over thousands of cancelled flights would have flowed toward Air Canada rather than Ottawa, prompting the carrier to concede to a deal yielding “unheard of” gains for employees.

“It really was a total collapse of the Air Canada bargaining position,” he said.

Pilots are slated to vote in the coming weeks on the four-year contract.

Last year, pilots at Delta Air Lines, United Airlines and American Airlines secured agreements that included four-year pay boosts ranging from 34 per cent to 40 per cent, ramping up pressure on other carriers to raise wages.

After more than a year of bargaining, Air Canada put forward an offer in August centred around a 30 per cent wage hike over four years.

But the final deal, should union members approve it, grants a 26 per cent increase in the first year alone, retroactive to September 2023, according to the source. Three wage bumps of four per cent would follow in 2024 through 2026.

Passengers may wind up shouldering some of that financial load, one expert noted.

“At the end of the day, it’s all us consumers who are paying,” said Barry Prentice, who heads the University of Manitoba’s transport institute.

Higher fares may be mitigated by the persistence of budget carrier Flair Airlines and the rapid expansion of Porter Airlines — a growing Air Canada rival — as well as waning demand for leisure trips. Corporate travel also remains below pre-COVID-19 levels.

Air Canada said Sunday the tentative contract “recognizes the contributions and professionalism of Air Canada’s pilot group, while providing a framework for the future growth of the airline.”

The union issued a statement saying that, if ratified, the agreement will generate about $1.9 billion of additional value for Air Canada pilots over the course of the deal.

Meanwhile, labour tension with cabin crew looms on the horizon. Air Canada is poised to kick off negotiations with the union representing more than 10,000 flight attendants this year before the contract expires on March 31.

This report by The Canadian Press was first published Sept. 16, 2024.

Companies in this story: (TSX:AC)

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Federal $500M bailout for Muskrat Falls power delays to keep N.S. rate hikes in check

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HALIFAX – Ottawa is negotiating a $500-million bailout for Nova Scotia’s privately owned electric utility, saying the money will be used to prevent a big spike in electricity rates.

Federal Natural Resources Minister Jonathan Wilkinson made the announcement today in Halifax, saying Nova Scotia Power Inc. needs the money to cover higher costs resulting from the delayed delivery of electricity from the Muskrat Falls hydroelectric plant in Labrador.

Wilkinson says that without the money, the subsidiary of Emera Inc. would have had to increase rates by 19 per cent over “the short term.”

Nova Scotia Power CEO Peter Gregg says the deal, once approved by the province’s energy regulator, will keep rate increases limited “to be around the rate of inflation,” as costs are spread over a number of years.

The utility helped pay for construction of an underwater transmission link between Newfoundland and Nova Scotia, but the Muskrat Falls project has not been consistent in delivering electricity over the past five years.

Those delays forced Nova Scotia Power to spend more on generating its own electricity.

This report by The Canadian Press was first published Sept. 16, 2024.

The Canadian Press. All rights reserved.

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